Your Brokers Are Using WhatsApp Because Your TMS Is Too Slow
Speed vs. Systems
A logistics director told us this story last week:
His company spent six months implementing an enterprise TMS. Training, documentation, change management everything by the book.
Three months later, his top brokers were barely using it.
Why? The system couldn't keep pace with how fast deals actually move.
5 clicks to update a load
3 screens to check availability
10 seconds to refresh pricing
Meanwhile, competitors were responding in under a minute. So his brokers found workarounds WhatsApp for updates, Excel for tracking.
The lesson: When your technology becomes a bottleneck, your team will route around it. Every time.
And every workaround creates inefficiency, lost data, and missed opportunities.
The solution isn't forcing people to use broken systems. It's building systems that actually support how business gets done.
Speed isn't a feature. It's a requirement.
